What We Learned in the Rainforest: Business Lessons from Nature

Bill Shireman and Tachi Kiuchi's book is an accessible, well written treatise on the economic and social power of applying natural principles to business. Unlike other books on industrial ecology, which can be heady and boring, Shireman and Kiuchi have broken down the natural cycles of the Rainforest into easily understandable principles and then provide brief case studies illustrating the application of those principles in a business setting. The book is a great primer on corporate sustainability.

As a business strategy consultant focused on the power of mindset in relationship to developing and executing complex and innovative plans, I am struck by how the authors have successfully viewed key business case studies through a totally different lens. If they are right, and it appears that they are, there is a 'better' view of reality from which to organize human activities - and if businesses want to continue to be competitive in the new globalized and highly technologized landscape they should take heed of the simple lessons found here. This book should be of interest for CEO's, policy makers and students of the environment alike. I intend to share it with my clients. Bravo!

The authors take an engaging and critical look at the not-always-easy lessons that nature can teach us as we seek to survive and thrive in a competitive world. "What We Learned..." is compelling and challenging from the first page and very successfully bridges the gap between some of the more esoteric studies of ecology's relationship to business and the very practical business toolguides at the other end of the spectrum of the manager's toolbox. Find yourself a tree and invest in a great read. Then get back to your office and start doing something about it.

What we Learned in the Rainforest is a brilliant presentation of both the theory and practice of sustainable development. Its the best portrait yet of the power that comes from harnessing the energy of complex systems to grow profits and preserve our environment. Bill Shireman once again demonstrates his ability to rise above the dead end debate between jobs and environmental protection and with his co-author proves there is a third, better way. For those who loved Bionomics in the 90s, this book will provide new ammunition and ideas to carry the cause forward in the new millennium.